Jewelers Mutual is not somebody I would ever recommend to insure a watch collection. A single watch, maybe, if their premium was competitive. These guys are old school - Everything requires an appraisal, lots of questions about how you wear a watch, no ability to insure at market value, etc. etc.
If you have a collection, I highly recommend you look at a Personal Articles policy with a high end insurer (Chubb, Nationwide Private Client, PURE, etc.) or one of the modern insurers such as HODINKEE (via Chubb) or Wax.insure.
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